JD.com gears up luxury brands for New Year celebrations

One of China’s largest online retailers, JD.com will kick off its 7th  Luxury Gala on 16 December which will last 10 days. More than 50,000 special editions of high-end brands across all categories will be welcomed with up to 24 months’ interest-free spending in celebration of the upcoming Chinese Lunar New Year. 

The Luxury Gala was initiated to establish a strong position for JD.com in China’s luxury market. This year’s event is under the theme of “self-loving new year gifts” to cater to the luxurious taste and refined lifestyle of Chinese consumers. 

Multiple product promotions from brands will be delivered to stimulate spending during the gala. For example, nine premium fashion brands under the French luxury conglomerate LVMH, such as Fendi, Louis Vuitton, Dior, Bvlgari, Celine, Loewe, Givenchy, Berluti and Rimowa will be teaming up with JD.com to bring consumers their exclusive pieces, personalised clothing and festival deals with up to 70% off. 

French luxury fashion house Maison Margiela is in collaboration with JD.com to allow consumers the opportunity to experience virtual reality shopping, one-on-one online customer service and same-day delivery via the platform’s app. And British heritage brand Burberry will open its live stream channel to offer exclusive coupons to luxury lovers during the event.

According to the “2021 China Luxury Market Report” published by Tencent Cloud, Gen Z have become the driving force behind luxury goods purchases, accounting for 50% of the consumer group. And the luxury market in China was forecasted to increase by 36% year-on-year in 2021, with some brands seeing a promising growth of 70%.

The high potential of JD.com has been recognised by the world’s premium brands which is why they have chosen it as a platform for boosting their digital profile into China’s burgeoning luxury market. Using JD.com’s self-operated omni-channel retail model allows brands to seamlessly manage the inventory of online and offline stores. 

With the excellent performance of last year’s Luxury Gala, which saw the overall turnover of participating brands increase by 3 times year-on-year and the number of users surge by 286%, brands remain bullish about the festival just around the corner.


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